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Bootstrap Web Marketing SEO _ Social Media

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Bootstrap Web Marketing SEO _ Social Media Powered By Docstoc
					Bootstrap Web Marketing:
SEO & Social Media
• Who I am
• Disclaimer
• Format of the presentation
SEO
Why SEO Kicks Ass
• Other than effort, it‟s free.
• The skillset required for the time intensive
  work is relatively inexpensive.
• SEO is the gift that keeps on giving
Why SEO Doesn’t Kick Ass
• SEO is a fast-changing world.
• You live and die by Google.
• It‟s delayed gratification (and there‟s a
  chance of NO gratification)
SEO Ranking Factors –
Markup / Keywords
(most startups do fine here)

•   Title Tag
•   H1 Tag
•   Body Text
•   Domain Name
•   URL
SEO Ranking Factors – Other
Markup
• Popularity within internal linking (very
  important for long tail or low competition
  keywords)
• Quality of OUTGOING links
• Page updates
SEO Ranking Factors –
Overall Site Popularity
• Global popularity of your site (combination
  of link quantity/quality)
• Age of site
• Site performance (time on page,
  bookmarks, etc.)
Inbound Links
• Relevance of inbound links
• Anchor text (Google bomb) and adjacent
  text.
Negative Factors
• Duplicate Content
  – Very Similar Pages
  – Identical Page Titles / Meta Info
• Keyword stuffing?
Keyword Research
  (most startups suck at this)
How to Evaluate Keywords?
• How many people are searching for a
  particular word/phrase?
• How competitive is the landscape for that
  word/phrase?
• How relevant is the keyword?
• Actionable keywords? “lowest price wii”
  – Measure the conversion!
• Non-bouncing keywords
How do people search?
• # of words
  – 28.9% 2 word   phrases
  – 27.8% 3 word   phrases
  – 17.1% 4 word   phrases
  – 11.4% 1 word   phrases
• 62% click on the first result
• 21% feel search engines don‟t understand
  their query
Keyword Research – Have
someone else do it
• http://www.seoresearchlabs.com/ :$99.95
    Count, relevance (entered by you) and # of targeted searches per day




Estimated monthly clickthru for 1 st, 5th, and 10th position on each major engine.




                       Competitiveness of each keyword
Keyword Research –
   Do It Yourself
Overture Keyword Research
Tool (free)
• Source: Yahoo and Affiliates
• Notes: Doesn‟t distinguish singular and
  plural
• Not an ideal tool for exact phrases
WordTracker.com ($8/day)
• Source: Dogpile (.6%)and MetaCrawler
  (.4%)
  (what kinda people use these engines!?)
Adwords Traffic Estimator
(free, req. AdWords account)
• Source: Google
• Notes: Not good for long tail phrases
Other Resources
• Yahoo Search Marketing Tool
• KeywordDiscovery.com
• Google Trends
  •   Estimated monthly clickthru for 1 st, 5th, and 10th position on each major engine.
Best Resource – Pay for It
• Buy an Adwords campaign for a phrase.
  Pay enough to get your ad on the first
  page. Metrics will show you the number of
  ad views.
Spiderability
Can Search Engines Find Every
Page/view on Your Site?
• Create a “sitemap” (HTML and/or XML)
• Be mindful of internal link text
• Remember that internal link popularity is
  important (more than 1 link is better than
  one link)
  – “Related content” buckets are valuable
• Most important for sites with lots of data
  hidden behind a search interface
Effective Presentation on
SERPs
• Readable, compelling, objective title (65
  characters)
• Readable, compelling, objective meta
  description (155 characters)
• Short URLs perform better
• Stuffed titles, descriptions, and URLs look
  spammy and don‟t get clicks
           Title
Meta-Description
           URL
Npost Example
Keyword Research: “Tech Startup Jobs”?
Markup for SEO: Title tag, <h1> tag, referring anchor tag
If you were a search spider, what would you click on to
find “seattle rails jobs”?
            What about here? No spiderability!
Site Structure for SEO: Keyword targeted pages linked to
(flat site structure). Internal link popularity is important.
SERP Title: For the target phrase “rails jobs seattle”, the title
should lead with “Rails Jobs in Seattle, WA” or somesuch.
Description: meta description should be unique and
compelling.
URL: Short urls perform better
Link Building Campaigns
Anotomy of a Link Building
Campaign
•   Links from trusted sites.
•   Links to “deep” pages in your site.
•   Links with good anchor text
•   Links from good pages
    – Home pages
    – Content pages
• Links from relevant pages
• No JavaScript / no „nofollow‟!
Value of Building Links
• People click on them!
• Branding
• And, of course, SEO
Anatomy of a Good Link Source
• Search for your top keywords/phrases –
  the top 100-150 or so are worth getting
  links from.
• Content rich page
• Links deep to the most relevant page
• Anchor text, title tag, h1 tag, etc all match
  to the keyword in question
Who to Ask for Links
• Any relevant site
• Good way to find sites to ask are to find
  sites that link to your competitions‟ sites.
  – Linkdomain:mycompetition.com
• Linkdomain:mycompetition.com “my
  keywords”
How to Ask for Links
• First, see if there is a standard procedure
  for getting links
• Second, see if you (as a user) can post a
  link (comments, look for nofollow), forums,
  etc. (Be careful of abuse)
• If not, ask for it.
• If necessary (if you can), buy it.
Say Thanks for EVERY Link
That You Can
• Set up a google alert for your business
  name
• Any time you get ANY mention, stop by
  and say THANKS
• Any time you get criticized, stop by and
  respectfully engage in the conversation
  (and keep it going!)
     Social Media Marketing
(Big linkbuilding Opportunities!)
Linkbait (It’s Easy!)
• Defined as something that people want to link to, blog about, talk
  about, digg, vote up, etc. The good news is, baiting web geeks
  words.
• Write something
    – Useful
    – Funny
    – Controversial
• Better yet, have your standard content pages be
    – Useful
    – Funny
    – Controversial
• To get a feel for linkbait, head over to popurls.com (list of top digg,
  reddit, del.icio.us links)
• Would you bookmark this? Would you email it to your friends?
Headlines/titles Win the Day
•   “Who wants [blank]?”
•   “The Secret of [blank]?”
•   Little known ways to [blank]?”
•   Lists – Top 5, Top 10, etc.
•   (useful, funny, controversial)
Top Social Media Venues
• Digg, Del.icio.us, Reddit, StumbleUpon, etc.
• Blogs (all blogs matter, top blogs matter more)
  – (check source for nofollow tag / server redirects )
• Forums
  – (check source for nofollow tag / server redirects )
• Public Profiles (anywhere)
• Directories
• Design Portals
Go Viral
• Ideally, using your product is an inherently public act that
  elicits others to jump on board
• Viral is not a marketing strategy, it‟s a product strategy
   – "Tell a friend"
   – Widget embeds
   – Addressbook importing
• (These don‟t make your product viral, but they‟ll help it if
  it is)
• First priority is creating something that is useful, funny,
  controversial enough that people want to share it
• Second priority is making it easy
KHO THƯ VIỆN TÀI LIỆU SEO/SEM/SMM/SMO của
DICHVUSEO.COM – THIETKEWEB.VN


•
•
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posted:10/16/2011
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